The secret behind daft drug names

Insanity at the intersection of trademark law, marketing, and patient safety: "New drug names aren't just bizarre," writes David Shultz. "They're dangerous."

In any other industry, calling your product Xalkori would be the business blunder of the century. But this isn't any other industry; this is pharma.

"Xalkori is not just a crazy name," says R. John Fidelino, who, as director of creative at the firm InterbrandHealth, helped bring the word into existence.

Here's a searchable index of drugs; if you run out, there's always the drug name generator, complete with advertising bullet points and side effects. Somewhere out there, there is a "Prescription medication or evil wizard?" site, but I can't find it. [via MeFi]